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REAL TECHNOLOGY, REAL RESULTS

CRUELTY FREE | Sulphate & Paraben Free | Vegan | Gluten free


Whats the Story,
If you’re forever looking for hair repair in a bottle, call off the search. US-export Virtue haircare harnesses a transformative protein in each of its treatment and styling products.Discovered by an ex-army colonel using keratin for wound healing and tissue regrowth, he unlocked a way to extract wonder ingredient Alpha Keratin 60ku™ which was found to also repair hair. They patented the protein for consumer use and Virtue was born.
“Alpha Keratin 60ku™is a pure, whole, ethically sourced human keratin protein,” explains Adir Abergel, Virtue’s creative director. “It’s molecule is the same exact size as our own, making it instantly recognisable by our bodies, working to seamlessly fill in and repair any damage in each strand of hair.” The brand says it’s clinically shown to restore the structural integrity. Good news for brittle, damaged and over-processed hair.
Who endorses it?
Abergel @hairbyadir happens to be one of the biggest hair players in Hollywood. Jessica Biel’s romantic waves at the Emmys, Saoirse Ronan’s sleek bob at the Oscars, Anne Hathaway’s spiked-halo hairstyle at the Met Ball – you name it he did it – and not just now, he’s been behind red carpet hairstyles for the last 20 years.
By using these products on his A-list clientele, Abergel’s job becomes easier and easier. Thanks to him, “Saoirse Ronan, Jennifer Garner, Anne Hathaway, Jessica Biel and so many more have Virtue in their showers."
From La to London, here the queen of blondes, colourist Nicola Clarke who works with the likes of Cate Blanchett, Madonna, Kate Moss and more, has brought it into her salon Nicola Clarke at John Frieda on Margaret Street. Try it there or buy it at from Cult Beauty from today.

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Virtue Volumizing Primer
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